Barclays

Task: We were asked to develop a content format that would amplify Barclays’ sponsorship of the Premier League for international audiences.

The aim being to tell stories that communicate its values and messaging in an engaging manner in order to earn media on broadcast TV and digital platforms around the world.

Solution: Develop a short-form feature format of 2-4 minutes around emotive players stories. Each crafted to appeal to international sports broadcasters, for placement on sports websites and for social sharing.

Piloted with Stephen Pienaar, the first feature was based around Barclays ‘Thank You’ campaign with the aim of telling inspiring stories where players discussed their road to success and thanked their mentors.

In year 2, the format evolved around Barclays new ‘Spirit of the Game’ theme. This feature focuses on Didier Drogba and his humanitarian work in the Ivory Coast.

Each feature created as editorial content to earn media.

Results: The ‘Drogba’ feature was viewed by over 12 million viewers in pre-match and magazine shows on broadcasters across over 150 markets. It was also formed the catalyst for a PR and social media campaign that generated over a million video views.

Created for Havas Sport & Entertainment, with Precious and Atomized.

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